Project Industrial Heritage Service design of industrial heritage

Project: Industrial Heritage Service design of industrial heritage object Sille Roomets 4. 10. 2017 Saaremaa

Service design • The key is to look through customers eyes. • The only rule is user centered approach – both service provider, customer, other interested groups. • Service design and marketing are connected and constant processes. With no end. • Service design and marketing is an art, not science. An art to make eyes sparkling. Both customers and yours. Trust your intuition.

Value proposition Gain creators describe how your products and services create customer gains. List of all your products and services. Pain killers describe how your products and services alleviate customer pains. Gains describe the outcomes that customers want to achieve or concrete benefits Customer they are seeking. jobs describe what customers are trying to get done in their work or life (expressed in their own Pains decribe bad outcomes, risks and words). obstacles related to customer jobs.

You have to know your visitor You may need information about: • Demographic (generation, age, stage, sex, income) • Behavior (context, usage, loyalty, habits, channels they use) • Geographic (nationality, country, town, area) • Psychographic (lifestyle, personality, values)

Customer profile Be careful. Do they look all in same segment – the seniors from Germany?

Goal connecte d to your project Name of the stereotype What is common to her Values connected to your project Personas Photo describing the stereotyp e Data connected with your project Status in personal life https: //www. lightpetal. com/vouchercodes-persona-decals-and-cards/

From goods to experiences

Creating experiences • Visiting product is what they buy. Visiting experience is what they will remember. • In case of experiences – emotions count the most. • Components of experience: § 5 senses § Involving visitors § Creating the surprise § Thematisation § Souvenirs

Creating experiences • NB! Prepare the visitor before. Necessary info for „survival“. • NB! Telling stories. Stories will catch attention, are super -cool, will be remembered. • NB! Be different. Do differently.

Customer physical journey

Customer physical journey

Customer journey • The goal is to map the customer journey, his actions-thoughtsemotions in every contact point BEFORE, DURING, AFTER the service. ORDERING SERVICE SEEKING FOR INFORMATION ARRIVAL ENTERING, CHECK IN USING SERVICE EXTRA SERVICES AFTER SERVICE PAY AND DEPARTURE

Late night. Hungry Sille. Apartement hotel. SEEKING INFORMATION IN APARTMENT CHOOSING THE PROVIDER AND FOOD WAITING FOR DELIVERY RECEIVING, PAYING PROCESS DURING EATING AFTER THE PROCESS SERVICE So late. Where to get food and quickly? What to choose (more than 37 places with 30 dishes= 1 000 choices)? How long does it take? When can I eat? Will all „tools“ be included? Will they call or should I wait downstairs? Imagining the food. Why so ugly package? Why duck-tapes? How will I open the bottle? Hungry… Tired… Nervous… Very hungry… Tired angry… J Easy Cannot open No place to payment boxes give feedback Disappointing Food is cold in package Cannot open the bottle Tellitoit. ee booklet in apartement. System in webpage, less is more Following the Proper package, process on web- quality check. page. How and whom to give feedback? Will they care and improve the service? Easy and Feedback thermal package. platform Bottle with screw-cap.